Why #VanityMetrics Are Worthless (and What Really Matters)

vanity-metrics

It’s been a bad couple of weeks for Web 2.0.

The original queen of mommy bloggers, Dooce, is retiring from blogging. And blogging’s original crown prince, Jason Kottke is having similar thoughts. For no other reason than what used to seem like a decent business model (ad-driven, independent blogging) isn’t so much anymore.

Across town, Twitter just lost billions of dollars in market cap, for pretty similar reasons — Web 2.0 just isn’t as valuable a place to spend time as it used to be.

At least, not for people hoping to make money.

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A Quick-Start Guide to Measuring Your Content Marketing Efforts

Authority Rainmaker 2015 speaker, Michael King

Simply put, if you’re not measuring, you’re not marketing.

In fact, if you’re whipping up blog posts and infographics without business objectives, you’re basically partaking in a very expensive version of arts and crafts.

Your job as a content marketer is to show your boss the money — not traffic, not links — mon-naay.

Let’s talk about how to get started effectively measuring your content marketing efforts.

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Chase Customers, Not Clicks

You want to be a broke-ass blogger, don’t you?

No!

Good gracious, of course you don’t. (At least I hope not.)

But if the first metric you look at is page views, not sales — i.e. clicks, not customers — then you’re well on your way to broke-ass bloggerdom.

What’s sad is that a lot of of online business owners do pay more attention to vanity stats than fundamental business metrics. So if you can shift your mindset, you’ll be ahead of the curve.

Fortunately, Tom Martin is here on this week’s episode of The Lede with straight talk that every online business owner will benefit from hearing, understanding, and acting on.

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Finally … Site Analytics for Plain Folks

Image of vintage schoolhouse

Analytics.

It’s a strange, four-syllable word that causes some people strange fits.

You can’t really turn around without running into it in some form (metrics, reports, data, dashboards) or someone telling you how insanely important it is.

There’s no shortage of site analytics tools — starting with the most popular, Google Analytics (GA). These tools can measure the routine (traffic, clickthroughs, page views) to the complex (visitor flow, channel acquisition, reverse goal path conversion).

And if you are like me, this stuff overwhelms you.

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How to Make WordPress Sites Load 72.7% Faster

Image of going faster

You want to know the secret to a faster WordPress website?

You and everyone else.

But it’s not a secret. The problem is that there is a whole lot of misguidance out there that makes it hard for site owners like you and me to identify the solutions that really work.

Let’s cut the crap and turn down the hype.

If your house has foundation problems, you don’t treat your windows. You fix the foundation. If your car is idling rough, you don’t change your tires. You get under the hood and address the engine.

So if your WordPress website is slow, why on earth would you look to the edges first for a solution?

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Where Marketing is Going … in 2013 and Beyond

image of an open road

2013 is already shaping up to be an epic year for marketers and writers. It’s the year that content, social, search, and email are coming together, working in sync for the greater good of marketing-kind.

It’s also the year that wise marketing departments will use analytics and automation to scale their efforts and make better decisions.

It’s the year that content tipped from being an interesting option to being a must-have.

And paired with that, it’s The Year of the Online Writer — in other words, the year that content creators begin to be valued as the creators of valuable assets, rather than an expense on the balance sheet.

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